social-media
Mastering TikTok SEO
Published: 03/10/24 - Updated: 04/10/24
Mastering TikTok SEO
TikTok has evolved past being a platform for viral dances and cute animal videos, and become a full blown Google Search competitor. With 74% of Gen-Z internet users using the platform for search, what started as a hub for entertainment and mindless scrolling has transformed into a place where users actively seek information, product recommendations, tutorials and inspiration.
With 40% of people now using TikTok as a search engine, prioritising TikTok SEO will help your content reach more users, boost engagement and increase your presence online. Here we explore everything you need to know about TikTok SEO including search features, keyword strategies and how to leverage the algorithm for maximum visibility.
TikTok Search Features
TikToks showing up in Google Search Results:
One of the most interesting developments is that TikToks have started to appear in the Google SERPs. On mobile devices, Google displays a carousel of short form videos related to the keywords that have been searched, including both TikToks and YouTube shorts. This comes from searches not only including “TikTok” in the query but if a piece of TikTok content is optimised well, and ranking highly for specific keywords, there is a higher probability of it making it onto the Google SERPs as well.
AI Generated Snippets:
TikTok has begun experimenting with AI-Generated snippets similar to Google rolling out the AI overview. These snippets give users quick, digestible information pulled directly from videos that cover what the user is searching. This means that if your content is informative, whether it’s a tutorial, product review or how-to, TikTok may create an AI summary of your video that appears in search results. This feature can help you gain prime visibility without lots of users needing to watch the full video first.
Auto-Suggest:
TikTok’s search bar actively suggests trending searches as you type. Not only based on what is trending but also what the user has shown interest in previously. These suggestions are based on real-time trends and popular content within the platform. So, as you are typing a keyword, TikTok helps you refine it by showing popular searches at the time.
Not only will it auto suggest while you are typing out the keyword but once you get to the search page there are already searches that are suggested to users based on what they previously have looked for. This “You May Like” section is based on the users algorithm and other popular searches that are happening on the platform.
Search Ads and Paid Placement:
As of September 2024, TikTok allows paid ads for specific keywords on the platform. Just like Google Ads, these paid placements can help your content appear at the top of relevant search queries using specific keywords. Previously marketers couldn’t hand pick specific keywords they wanted to put spend behind like they could on platforms such as Google instead, TikTok would use the algorithm to pair relevant ads with individual searches. This is still an option that you can use on the platform however, the new Search Ad Campaign tool allows users in the United States to target specific keywords and user behaviour to optimise conversions. Though this is just being tested in the United States TikTok is hoping to roll it out into further territories in the beginning of 2025.
Creator Search Insights:
TikTok allows creator and brand accounts to have a deeper dive into what users are searching on the platform. Using the Creator Search Insights tool you can deep dive into certain keywords and categories to find out what people are searching around these topics and if these topics are rising in popularity. TikTok provides global and location specific insights and provides demographics of who is actually searching these queries.
Search Reporting in TikTok Analytics:
TikTok is now also showing users the results that they are seeing when it comes to how audiences on TikTok are finding them. TikTok is reporting on how much of the audience of a piece of content comes from the FYP, followers and now from search. Content is also now ranked and you can look at the average position of a piece of content. Position 1-10 can see extremely high click through rates as TikTok has found that 2 out of three discoveries on the app are active meaning users are searching with intent, whether that’s for further information or to make a purchase.
Best Practices for TikTok SEO
Keywords – How to find them:
Keywords are the backbone of TikTok SEO. Using the right keywords ensures that TikTok’s algorithm can categorise your content accurately and show it to users searching for those specific terms. Here’s how to find relevant keywords and incorporate them into your TikTok strategy effectively.
- TikTok Trends: One of the easiest ways to find keywords is by staying on top of current TikTok trends. The Discover page is a great place to start, as it shows you what’s trending across the platform. Look for hashtags, sound clips, and specific phrases that are getting a lot of engagement. These trending keywords can serve as a starting point for your content creation.
- Social Listening: To get a broader sense of what your audience is talking about, try using social listening tools. Platforms like Hootsuite, Sprout Social, or Brandwatch can help you monitor conversations on social media. By tracking what people are discussing in your niche, you can identify trending topics or popular phrases that may be relevant on TikTok.
- TikTok Search Platform: TikTok’s Creator Tools are incredibly valuable for SEO. The platform’s search functionality allows you to type in keywords related to your niche and see what terms TikTok suggests. These suggestions are based on user search behaviour, so they’re a goldmine for finding the exact keywords people are searching for.
Keywords: How to incorporate them
- Captions: TikTok captions used to be limited to 2,200 characters but this has recently increased to 4,000 characters allowing you to really utilise these to your advantage. Include your primary keyword naturally in the caption while keeping it engaging and to the point. Putting this primary keyword into the beginning of your sentence not only helps TikTok’s algorithm categorise your content by pushing it in front of relevant users. Including these keywords in your content also encourages users to engage with your video.
- Text on Screen (TOS) and Voiceovers: TikTok’s algorithm can detect text that appears within your video as well as the audio that is being said, so use this to your advantage. Incorporating keywords directly into your on-screen text can improve your SEO. TikTok even considers what is being said in the content to feed it back through the algorithm and push it to relevant users.
- Hashtags: Hashtags are at its core a SEO tool and are essential for discoverability on TikTok. Use a mix of broad, niche, and trending hashtags to maximise your reach. Look into research surrounding hashtags as apparently #fyp doesn’t actually push your content to the For You Page as people think. Using the TikTok Creative centre shows you which hashtags are trending based on niche and location allowing you to tap into trending keywords.
- Profile Bio: Your profile bio is an often-overlooked element of TikTok SEO. Make sure to include relevant keywords that describe what your content is about in your bio. This helps both users and the TikTok algorithm understand your niche, leading to better discoverability when users search for things that are relevant to you and your brand.
Knowing the algorithm
TikTok is a platform that prioritises the “For You” Page over who you follow, meaning that TikTok uses its algorithm to create 23 Million unique For You Pages in the UK alone. Having your content hit the FYP is key in order to really achieve wide visibility on the platform and to do that you need to understand the algorithm. TikTok’s algorithm is one of the most highly sophisticated and focuses heavily on user engagement. The more people engage with your content, the more TikTok will promote it across the platform. Understanding how the algorithm works can help you create content that boosts your visibility.
3 second rule
The average attention span on TikTok is just 1.7 seconds, which means the first few moments of your video are critical. If you don’t capture attention immediately, viewers are likely to scroll past, and TikTok’s algorithm will register this as a negative signal. To prevent this, start your video with a strong hook. This could be a visually striking scene, a surprising statement, or a question that piques curiosity. The more you can keep viewers engaged in those crucial first few seconds, the better your video will perform in the algorithm.
Using Popular Sounds
TikTok’s algorithm heavily favours videos that use popular sounds. When you incorporate a trending sound into your content, your video is more likely to appear on the For You Page, where users discover new content. Pay attention to what sounds are trending in your niche, and find creative ways to use them. However, don’t force a trending sound if it doesn’t fit your content. The algorithm also rewards authenticity, so it’s important to ensure the sound complements your message or enhances the storytelling.
Cliffhangers
Creating cliffhangers or multi-part videos can significantly boost engagement. By leaving viewers on a suspenseful note or promising more in a follow-up video, you encourage them to interact with your content. We all have a love/hate relationship with “come back for a part two,” but this leads to higher engagement rates (like comments and shares), which signals to TikTok that your content is valuable and should be promoted more widely.
In a world where attention spans are short and competition is fierce, TikTok SEO is your secret weapon to stand out in a crowded feed. If you are interested in learning more about TikTok SEO and how it can work for you and your brand simply contact us today.
Amanda Easter
With over 6 years of experiences in Social Media Management both at agencies and in house, Amanda brings her knowledge from brands in the UK, US and Europe. Since joining the team in 2021, Amanda has scaled up our influencer offering and co-founded our Social Media department, diving into building unique strategies for our clients and leading the team in implementing these across all social channels.